Highlights

  • Created a cohesive seasonal campaign to guide and inform both non-promotional and promotional creative assets. Think: everything from emails to site assets to push notifications to Instagram posts.

  • Wrote style and home interiors copy informed by data, trend reports, and top magazines.

  • Pitched new creative concepts backed by quarterly business priorities and data.

  • Documented, influenced, and implemented brand-level voice changes across all touchpoints.

  • Partnered on promotional strategy as it relates to long-term brand vision.

  • Reconfigured the dynamic email program, the primary revenue driver for the brand and seen by millions of customers.

Joss & Main Tagline

Pitched five strong concepts for Joss & Main’s official tagline (the first in the brand’s history!) and the tagline “Always stylish. Always fresh. Always worth it.” was chosen. The tagline effectively highlights each of the brand’s pillars while fitting into the context of Wayfair Inc.’s many brands.

Black Friday, Cyber Monday Campaign (2019, 2020)

Joss & Main’s full campaign ran for over two weeks — which meant frequently updating creative to maintain freshness, swapping hierarchies to inspire urgency, and writing over 300 personalized subject lines.

My unique subject lines and sender aliases for Cyber 5 2019 drove +59% YOY lift in email engagement, and contributed to the business’s most successful BFCM yet.

Homepage banner during Black Friday, Cyber Monday — 2020

Credits:
Copy — Liv (Burns) Knies
Design — Matt Kaiser
Creative Director — Joanna Berliner

Instagram story during Black Friday, Cyber Monday — 2020

Credits:
Copy — Liv (Burns) Knies
Design — Katie Mazan
Creative Director — Joanna Berliner

The Joss & Main Seasonal Trend Report

The ask: Concept and write a seasonal, repeatable campaign informed by seasonal trends and tastemakers. Surfaces include: email, site assets, organic posts on Instagram, Pinterest and Facebook, and paid social assets.

Credits:
Copy — Liv (Burns) Knies
Design — Katie Mazan
Creative Director — Joanna Berliner

Read the full story here.

Program Rebrand — The Brand Fix

The ask: Our discounted brands offering isn’t performing well. Can you put a new spin on it?

The result: I created a flexible name and system that can operate across homepage, organic social, and landing pages. ‘The Brand Fix’ resonated with the Joss & Main customer’s obsession with style, and a variety of urgency levers — “prices go up XX” and “available just this week — encouraged customers to convert.

Credits:
Copy — Liv (Burns) Knies
Design — Matt Kaiser
Creative Director — Joanna Berliner

Editorial Landing Pages — DIY

Pitched, concepted, and created a four-page series of editorial landing pages to drive discovery and encourage customers to DIY their own spaces. Developed new branded copy in the eyebrows to land that editorial spin while maintaining clarity throughout. Provided design feedback and pulled ideas for new design elements. Click to see the rest here.

Credits:
Copy — Liv (Burns) Knies
Design — Kaylen Homan
Creative Director — Lindsey Canant